Scandinavian influencer FAM to SoCal - taking advantage of the new voice in the media landscapeNovember 17th-22nd, 2017 - An Atlantic Link case story

To highlight Norwegian Air Shuttle’s recent increase in the number of weekly direct flights from Copenhagen, Stockholm and Oslo to LAX, Visit California Scandinavia & Finland organized an influencer FAM trip to Southern California in partnership with the airline.

Norwegian Air Shuttle CPH-LAX

The digital influencers have undoubtedly established themselves as a force to reckon with in Scandinavia and Finland. As an increased effort in working with digital influencers as a strategic voice targeting the Millenials, we build this FAM trip around the lifestyle influencer segment by focusing the itinerary around the themes of ‘laid back luxury’, ‘outdoor’ and ‘culinary’ as well as making sure that all activities were highly Instagram-able.

7 key lifestyle influencers from Denmark, Sweden and Norway were handpicked to share our messaging with their followers. The common denominator for all participating influencers is that they are among the leading lifestyle influencers on Instagram in Scandinavia.

We specifically targeted Instagram as a platform because this is the number one social media platform for brand engagement. In fact, Instagram accounted for 92% of all social interactions online in 2016. And the main purpose of working with exactly this group of influencers was to increase destination awareness as well as brand engagement around Visit California and participating partners.

@alexandranilsson

@alexandranilsson

@alexandranilsson

@isabellath

Flying into LAX and covering four different destinations by roadtrip, the group discovered Long Beach’s beautiful beach front, Temecula’s picturesque Wine Country, Palm Springs’ desert chicness and West Hollywood’s glitter and glamour before returning to LAX to depart on Norwegian’s direct flights back to Scandinavia.

RESULTS

Total number of Instagram followers on this trip: 793,300 - Total number of posts from the trip: 243 (98 Instagram posts; 115 Instagram stories; 30 blogs) - Total engagement from this trip: 383,398 (379,340 likes; 4,058 comments) - Average engagement rate per post for VCA: 3.4% (Instagram engagement rates average within 1.85-2.5%)